GOODWILL AND OTHER INTANGIBLE ASSETS

9 Months Ended

Sep. 30, 2020

GOODWILL AND OTHER INTANGIBLE ASSETS

GOODWILL AND OTHER INTANGIBLE ASSETS

10.         GOODWILL AND OTHER INTANGIBLE ASSETS

The following is a roll-forward of goodwill for the nine-months ended September 30, 2020 and September 30, 2019 by reportable segment:

	Monster
	Energy®		Strategic
	Drinks		Brands		Other		Total
Balance at December 31, 2019	$	693,644	$	637,999	$	—	$	1,331,643
Acquisitions		—		—		—		—
Balance at September 30, 2020	$	693,644	$	637,999	$	—	$	1,331,643

	Monster
	Energy®		Strategic
	Drinks		Brands		Other		Total
Balance at December 31, 2018	$	693,644	$	637,999	$	—	$	1,331,643
Acquisitions		—		—		—		—
Balance at September 30, 2019	$	693,644	$	637,999	$	—	$	1,331,643

Intangible assets consist of the following at:

	September 30,		December 31,
	2020		2019
Amortizing intangibles	$	66,953	$	66,949
Accumulated amortization		(55,674)		(49,128)
		11,279		17,821
Non-amortizing intangibles		1,048,258		1,034,284
	$	1,059,537	$	1,052,105

Amortizing intangibles primarily consist of customer relationships. All amortizing intangibles have been assigned an estimated finite useful life and such intangibles are amortized on a straight-line basis over the number of years that approximate their respective useful lives, generally five to seven years. Total amortization expense recorded was $1.1 million and $2.9 million for the three- months ended September 30, 2020 and 2019, respectively. Total amortization expense recorded was $6.5 million and $8.7 million for the nine- months ended September 30, 2020 and 2019, respectively. The Company recorded impairment charges of $3.0 million and $7.0 million on a Strategic Brand trademark during the three- and nine-months ended September 30, 2020, respectively.

The following is the future estimated amortization expense related to amortizing intangibles as of September 30, 2020:

2020 (excluding the nine-months ended September 30, 2020)	$	1,126
2021		4,429
2022		4,405
2023		1,111
2024		13
2025 and thereafter		195
	$	11,279